My academic background.

BA (HONS) IN MARKETING - ICD

First and second year

The first common year of studies focused on business studies. Including the following subjects: Financial accounting | Marketing | Global HRM | Economics | Statistics & Data Analytics | Marketing tools & analysis | Organizational behaviour | Leadership | Management | Legal issues in businesses.

The second year of college focused deeply on marketing studies. Key concepts learned: Marketing Communications | Integrated comms | Digital comms | Sales promotions | Content marketing | PR strategies | Corporate marketing | Advertising | Campaign development | B2C, B2B and C2C communications | SEO | Market research | Data analyses | Market segmentation | Top-of-mind advertising | Product placement | Customer Experience | CRS | Brand awareness | Consumers’ behaviour | Global marketing | GDPR, and legal issues in a marketing context. 

Achievements: Finished the first, and second year of college with a  general 1.1 score.  

Excellent marks above 80 in:

  • Financial Accounting: 90

  • Introduction to Economics: 89

  • Statistics & Data Analytics; 85

  • Marketing Data Analysis: 90

Final Academic Year

The last year of marketing studies focused on the following concepts: E-tail | Retail | Management and Implementation of Digital Strategies | Sales Activation and Brand Building Online/ Off-line Campaigns| Social Media Marketing Strategy and Management| Digital Marketing | Strategic Management | Business Strategies | Service Marketing | Innovative Marketing | Brand Building and Brand Management| Leadership Ethics and Corporate Governance.

Achievements: Achieved First Class Honours Degree

Excellent marks above 80 in:

  • Marketing Contexts - NFP, Entertainment & Sport: 83

  • Implementation of Digital Strategies: 83

  • Applied Project 2: 90

Graduation Thesis

  • An Investigation Of Storytelling Narratives As Ethical Marketing Tools To Drive Skincare Purchase Intention On Gen Z Women.

  • See thesis presentation with the draft of final thesis paper.

  • Professor Josh Joyce: “I have run out of superlatives and positive adjectives to express my admiration for the quality of this work. It is simply outstanding. This is the highest mark that I have ever awarded and it is well merited.

    Introduction: Good contextualisation and objective setting - clear and concise.

    Lit Review: This is quite exceptional at this level - significant originality of thought and expression with a comprehensive and sophisticated command of the subject matter. Incisive analysis, cogent interpretations and complimented by excellent writing skills. Provides a significantly new perspective on the subject matter.

    Methodology: This is perhaps the most scientific (and mathematical) approach that I have seen deployed in research methodology at undergrad (and, in many instances post grad) research. The attached appendices explain and elucidate in greater detail. I am incredibly impressed at this level of analysis.

    The efforts to develop a representative sample and the methodology deployed in the questionnaire - the use of video - is to be recognised and applauded.

    Findings: The analysis on display here is beyond the reach of most undergraduate and many post graduate students. The level of technical analytical skill employed is quite astonishing in places. The last time I have seen such proficiency was in a Quantitive Methods Masters course. I have effectively run out of superlatives.”

  • To reach a random and representative sample from the population studied (Gen Z Women), I used TikTok to advertise the thesis survey and get the quantity of respondents required.

    Watch it here.

For my Graduation Thesis I investigated the effectiveness and ethical implications of Storytelling marketing narratives to promote Skin Care to Gen Z Women as an alternative marketing tool to ‘traditional skincare marketing narratives’ that use fear appeal and other appeals to sell skin care products.

Achievements: Was awarded 90 marks for the finished written thesis.

Additional Education

Marketing

  • Advanced Content Marketing from Linkedin Learning 

  • Content Marketing: Getting Your Content Published from Linkedin Learning 

  • Social Media Marketing: Managing Online Communities from Linkedin Learning

  • Erin School of English, Dublin — English Language 

Achievements: I learned how to communicate using the English language with advanced English skills.


Language